The Country Brand year-end event, organized by Uruguay XXI, presented the results of the first year of licensing the brand. Uruguay Country Brand, to which the companies Uruguayans still have the possibility of applying for free.
In recent years, the country developed 7 sectoral brands of goods and services at the request of various groups exporters which were grouped in different associations, in line with global good practices in “country branding”.
Licensing allows companies to use the distinctive Uruguay Country Brand – LSQA in its products and services, highlighting values such as leadership, management, origin and export capacity.
There were 47 companies that received their LSQA licensing certificate, while another 39 are in the audit process and will also receive their license at the end of the year. With this distinction, companies become representatives of the country abroad, strengthening their position in international markets.
The evolution of the brand
The country brand manager of Uruguay XXI, Larissa Perdomo, he specified in dialogue with Ambit that “until 2019 the brand had a thousand licensees under a selection system of companies, which of course had to contain the origin and principles of sustainability.”
And he contrasted: “Now we partner with Latu Quality System Austria, which is the SQA, an international certifier that is associated with Latu in Uruguay and that gives us the possibility for this certification that companies have to be recognized worldwide.”
“This implies that new companies that graduate under this certification, which is for three years, will have access to new markets that require this type of certification in the world,” he highlighted. I’m sorry, while explaining that “this allows companies to enter new markets that have these demands, of course those of Europe, without a doubt, because they are very focused on the sustainability of the processes.”
Why does Uruguay stand out internationally?
The work of establishing the country brand of Uruguay in the world has allowed I forgive understand first-hand the reasons why Uruguay stands out internationally.
The official explained that this is due to “the quality of the products” and explained: “In the case of the estate It is because of the way of production we have, which is on a small scale, with minimal polluting agents and with that effluent treatment system and all waste from production systems treated responsibly with the environment.”
“In the case of the services, Software services or audiovisual production services stand out a lot, that is, all information technologies, video games. In short, all this type of export, also architecture, engineering, design and design license services,” he pointed out.
In addition, I forgive added that “Uruguay “It offers a stability that is quite unique in the region.” “There are other places, such as Costa Rica, but in the Southern Cone let’s say Uruguay represents an opportunity, not because of its market, but because of access to the market of Mercosur and because it has a platform that assures them that the government is there, certain stability and that the rules that have been established for business are maintained,” he said.
New ambassador
The new sector brand was also presented at the event. “Uruguay Meats”, linked to the meat, and the campaign that will soon be promoted in Europe the brand Uruguay Wools, in this case dedicated to the wool.
The official presentation of the first female pilot of Rally In uruguay, Patricia Pita, as Country Brand ambassador. She is the first Uruguayan woman to participate in the Dakar, the most demanding rally in the world and that in January will be representing our country for the second time.
Source: Ambito
